SAN FRANCISCO: Technology nonprofit Mozilla has selected Bite Communications as AOR for the US following a competitive review.
The relationship begins June 1 and will be headed up by Bite SVP Bill Danon. He will be supported by a core team of about five people, as well as three to four specialists, including Victoria Graham, VP of digital solutions.
Through traditional PR, media relations, and content development, Bite will support all of Mozilla's communications activities, including products, mobile initiatives, community projects, thought-leadership campaigns, and conversations focused on Internet openness.
“Mozilla is very interested in Internet openness and that's a lot of what our pitch was around,” said Danon. “So clearly we will be doing work on thought-leadership campaigns on Internet openness and making a better Web experience for all users.”
Digital communications will also play a strong role in Bite's work for Mozilla. The firm will create Web properties and use other digital and social means to amplify thought-leadership programs, product campaigns, and other initiatives.
"Firefox for Android is a key product for Mozilla right now as they extend into the mobile space and so we presented a number of campaigns that would help them gain more users through digital channels,” Danon said.
Mozilla worked with Allison+Partners on a project basis for the past year, but decided to conduct a search after realizing the company wanted to have an AOR. Allison+Partners participated in the review along with five other agencies, said Leslie Nakajima, head of global communications at Mozilla.
“We have a lot of ambitious goals ahead of us,” Nakajima said. “We are going in a lot of new directions at Mozilla and we felt it was the right time.”
Nakajima added that Bite was a good fit to support the account due to the firm's understanding of Mozilla's business and culture.
“They are definitely giving us some very senior-level attention which is important to us at this growth stage of our company,” she said.
The budget on the account was not disclosed.
Mozilla is best known for its Firefox Internet browser, but is strongly committed to openness and innovation on the Web. The company also provides email, application, calendar, and scheduling products, as well as the Camino Web browser for Mac OS X.